So would you walk into a subway car and expect to find luxury goods? Possibly not, but if you are in Jakarta at any point in the next few days this is what you’ll find in a temporary store from New York-based leather goods brand Coach.
In the Indonesian capital’s Pondok Indah Mall, the Coach pop-up takes the form of a New York subway carriage, complete with strap hangers (used to display bags), seating that is an exact replica of what you’d find in the Big Apple and pastel lighting. The latter plays little part in most underground transport in fact, but then this is luxury and things have to be done a little differently.
The whole purpose of what has been done is to launch one of the brand’s new ranges and as such this is more or less exactly what a pop-up was originally intended to do. It also happens to look pretty good.